With a new, multiyear partnership announced Thursday, Jack Daniel's became an official marketing partner of the NBA, pairing two of America's most beloved pastimes — basketball and whiskey.
The partnership, which also spans to the WNBA, D-League and USA Basketball, is the largest partnership with a professional sports league in Jack Daniel's 150-year history.
"We saw that (the NBA) shares a lot of the same values that we share. They talk about respect, teamwork, integrity and innovation, and we talk about authenticity, integrity, loyalty and independence," John Higgins, VP North America brand director for Jack Daniel's, told USA TODAY Sports. "We thought, from a Jack Daniel's standpoint, as we look to continue to build lifelong friends, Jack Daniel's and the NBA was a great opportunity for us to reach new friends."
The partnership will tip off during NBA All-Star 2017 in New Orleans with Jack Daniel's House No. 7 — an event that will feature musical performances, basketball-themed activities, southern cuisine, and of course, some Tennessee Whiskey.